According to the Smart Insights platform , some of the problems that need to be corrected to avoid affecting monitoring are:
Incorrect segmentation.
The current profit rate and whether it is acceptable.
The scope and level of the content.
Alignment of the sales and marketing team.
The reliability of your marketing automation software and the data it generates.
Activity metrics expect a significant Return on Investment (ROI) and for this marketing automation platforms must be used correctly.
Marketing team working on monitoring and measurement
These metrics focus on the overall volume of emails sent to potential and existing customers; the number and diversity of workflows for the different stages of the user journey; the optimal level canadian colleges universities email list of activity per workflow to verify that these levels are in relation to the purpose of the given automation; the segment actions – if the segmentation is correct, the number of actions should be increasing.
On the other hand, measurement can be focused on:
The open rate.
Click-through rates (CTR).
Site traffic.
The recorded percentage that converted into marketing qualified leads (MQLs).
Percentage of MQLs converted into opportunities.
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Percentage of opportunities won or lost.
Revenue growth.
Dialoginsight outlines four key indicators to consider in marketing automation:
Acquisition indicators : Getting new contacts.
Engagement indicators . Contact interactions with the brand. Engagement rate, call-to-action click rate , form fill rate, subscribe or close a subscription, last update.
Conversion metrics : Actions that demonstrate the customer journey. Contact to lead ratio, lead to customer ratio, average number of leads.
Retention indicators . They demonstrate the loyalty of the contact. Cost per prospect, income generated, marketing automation, ROI which is calculated by adding the income generated by the campaign minus the sum of the investments made in said campaign.
Key benefits of marketing automation
According to The benefits and challenges of marketing automation by Liana Technologies, marketers find marketing automation successful in improving messaging to the right target, increasing revenue, improving customer experience, improving message targeting, obtaining more and better quality leads, high conversion rates, increasing web traffic, joint operations of marketing and sales teams, the ability to combine data across different channels, and saving time.
New call to action
Using metrics to evaluate the effectiveness of marketing automation strategies will determine the success of the investment made.
